(CelebrityAccess MediaWire) –More than two dozen companies have responded to Clear Channel Radio’s Request for Proposals (RFP) issued June 13th for an electronic measurement system that will produce timely ratings.
“The response has significantly exceeded our expectations and shows there are a number of fast-moving companies that are qualified to create an electronic measurement system that meets the needs of a primary broadcast medium,” said John Hogan, president and CEO of Clear Channel Radio, in a statement. “We are surrounded by examples of companies fielding sophisticated technology to consumers in a short amount of time. And we are also surrounded by ratings systems that deliver overnight results to other mediums.”
The identity of responding companies will remain confidential until a short list of finalists is chosen. Proposals are due December 15th and will be evaluated by executives from a cross-section of radio companies, ad agencies and media buyers.
Clear Channel Radio's RFP specifies an electronic measurement system that will dramatically improve the accuracy and time-lag of the current ratings system. Currently, paper diaries are mailed in by listeners and ratings can take up to 90 days to be reported to radio companies. Preliminary television ratings, in contrast, are available overnight.
“There is no medium that connects as strongly with its audience as radio,” added Hogan. “The radio industry currently spends hundreds of millions of dollars a year to get non-competitive ratings information. That's no longer acceptable.” –by CelebrityAccess Staff Writers